0:00:02 > 0:00:05There are 24,000 mobile phone sales reps in the UK.
0:00:05 > 0:00:11This programme contains some strong language.
0:00:11 > 0:00:14And every year, the industry holds a competition to find the best one.
0:00:14 > 0:00:17It's the Oscar for the mobile phone industry.
0:00:17 > 0:00:19CHEERING
0:00:19 > 0:00:21Get in there! Go on!
0:00:21 > 0:00:25It's the same as it would be for a journalist to win the Pulitzer,
0:00:25 > 0:00:28or for a writer to win the Booker.
0:00:28 > 0:00:30It scares me about what my potential is.
0:00:30 > 0:00:34From across the country, top sellers from all the major phone retailers
0:00:34 > 0:00:37face a gruelling series of challenges...
0:00:37 > 0:00:40What are the camera resolutions for the Samsung Galaxy A5?
0:00:40 > 0:00:4413 megapixel camera on the back and a five megapixel on the front.
0:00:44 > 0:00:47..in front of expert judges.
0:00:47 > 0:00:50We are expecting to see people who could sell anything.
0:00:50 > 0:00:54So, here we have a flotation device...
0:00:54 > 0:00:56- BELL DINGS - Uh...- Oh, God...
0:00:56 > 0:01:00I've written down one word and it says, "Painful".
0:01:00 > 0:01:03They've been given the power of being judges
0:01:03 > 0:01:06and I feel that it's really gone to their head.
0:01:06 > 0:01:09After six months of intensive tests,
0:01:09 > 0:01:13only the very best will win a place in the grand final...
0:01:13 > 0:01:17I'd like you to line them up in decreasing battery size.
0:01:17 > 0:01:20I'm not going to get my guns out just yet.
0:01:20 > 0:01:23..and with it, the chance to change their lives for ever.
0:01:23 > 0:01:27I'm proud of him and I'm proud of him... And, uh...
0:01:27 > 0:01:29it seems like, you know, we've done a good job.
0:01:30 > 0:01:34I'm emotional cos I'm passionate, not because I'm soft.
0:01:34 > 0:01:38It's just so difficult. It's just so tough.
0:01:38 > 0:01:41If stress is for you, sell mobile phones.
0:01:41 > 0:01:46- ANNOUNCER:- And the winner of Shop Idol 2015 is...
0:01:46 > 0:01:48Christ on a raft.
0:01:53 > 0:01:55Welcome to the world
0:01:55 > 0:01:56of mobile phone sales staff.
0:01:56 > 0:01:57Morning!
0:01:57 > 0:02:01Where 18 million smartphones are sold every year.
0:02:02 > 0:02:04And this locks me in to a two-year contract?
0:02:04 > 0:02:07That locks you into two years, like always. It's always been like that.
0:02:07 > 0:02:09Oh, God. I think that should be illegal.
0:02:09 > 0:02:11Starting out in a mobile phone store is a tough gig
0:02:11 > 0:02:13and you have to know a lot of product...
0:02:13 > 0:02:15Doesn't want to play ball.
0:02:15 > 0:02:19There are a few birds up there on those phone masts today.
0:02:19 > 0:02:22..as well as being great at customer service.
0:02:22 > 0:02:24- I need to log in... - I've been here about an hour,
0:02:24 > 0:02:26you've got customers walking out the shop.
0:02:26 > 0:02:28The competition is about to begin
0:02:28 > 0:02:32to find the best phone sales person in Britain.
0:02:32 > 0:02:34LAUGHTER
0:02:34 > 0:02:36A lot of these guys are working, not earning a lot of money,
0:02:36 > 0:02:39but if they do this competition, it can be life-changing.
0:02:41 > 0:02:44The whole thing starts with each retailer
0:02:44 > 0:02:48having the honour of choosing their so-called "chosen ones".
0:02:48 > 0:02:52The chosen ones are the very best in that company
0:02:52 > 0:02:54that represents that particular brand,
0:02:54 > 0:02:57represents what they think a good salesman should look like.
0:02:57 > 0:03:01As Britain's biggest network, EE has over 3,000 sales advisers,
0:03:01 > 0:03:06or as they like to call them, "High Street Heroes".
0:03:06 > 0:03:10Top management have searched over 500 stores to select their best.
0:03:10 > 0:03:12All I can say is, it definitely works for longer...
0:03:12 > 0:03:15Meet Jonny Brown. MUSIC PLAYS IN CAR
0:03:15 > 0:03:18# You're the best...around!
0:03:18 > 0:03:21# Nothing's ever gonna keep you down
0:03:21 > 0:03:24# You're the best...around... #
0:03:24 > 0:03:27Jonny's been selling phones for over a decade,
0:03:27 > 0:03:30currently out of the Golden Square shopping centre, Warrington.
0:03:30 > 0:03:32I've worked with a lot of sales advisers
0:03:32 > 0:03:35and I've never come across anyone who was like Jonny.
0:03:35 > 0:03:39There's one that's really good - I don't know if you've heard about it - Shazam.
0:03:39 > 0:03:40- I've got that. - Have you already got it?
0:03:40 > 0:03:43- It's really good, isn't it? Do you use it quite a lot?- No.
0:03:43 > 0:03:44Do you not?
0:03:44 > 0:03:47If we had a shop full of Jonnys...
0:03:47 > 0:03:48All right then, take care.
0:03:48 > 0:03:50..imagine what the place would be like.
0:03:50 > 0:03:51See ya.
0:03:51 > 0:03:54EE are hoping Jonny's impressive technical knowledge
0:03:54 > 0:03:56will win him the competition.
0:03:56 > 0:04:00I know my stuff. I can mix it up with the best of them.
0:04:00 > 0:04:02You can connect your laptop to your phone
0:04:02 > 0:04:05using it as a personal hot spot. You wouldn't need to have your dongle then.
0:04:05 > 0:04:09Jonny dedicated himself to his career after the break-up
0:04:09 > 0:04:11of his relationship with the mother of his two kids.
0:04:11 > 0:04:13We were together for a long time,
0:04:13 > 0:04:17so it was the hardest time of my life, it was...it was horrendous.
0:04:17 > 0:04:18It wasn't great.
0:04:18 > 0:04:21Jonny's dedication has paid off.
0:04:21 > 0:04:26He has already won the award for EE's Best Sales Associate of the Year.
0:04:26 > 0:04:27He polishes it.
0:04:27 > 0:04:30Now he's going to try and become the best of all the retailers,
0:04:30 > 0:04:32the Shop Idol.
0:04:32 > 0:04:33- INTERVIEWER: - Do you think you can do it?
0:04:33 > 0:04:35Without a shadow of a doubt.
0:04:35 > 0:04:36Well, I've got the pedigree, haven't I?
0:04:36 > 0:04:39I've won the EE award, the best sales adviser in the company,
0:04:39 > 0:04:42so if anyone can win it, it's me.
0:04:43 > 0:04:47While Jonny has been chosen to represent the industry giants...
0:04:47 > 0:04:51Andy has been chosen to represent the little guy.
0:04:51 > 0:04:52- See the little 3G there?- Yeah.
0:04:52 > 0:04:55When that turns off, usually that's a sign that that's...
0:04:55 > 0:04:57- When, like, that's...- Defunct.
0:04:57 > 0:04:59Yeah, d-defunct, aye.
0:04:59 > 0:05:0129-year-old Andy works for Fonehouse,
0:05:01 > 0:05:04a small, independent chain with just 50 stores.
0:05:04 > 0:05:06- That's it.- Thank you.
0:05:06 > 0:05:08Andy has built some of the best sales figures in the company...
0:05:08 > 0:05:10- All right?- See you later.
0:05:10 > 0:05:14..with an almost supernatural ability to shift mobile phones.
0:05:14 > 0:05:16I just watch him and go, "How did you do that?"
0:05:16 > 0:05:17He'll just create a sale out of nowhere.
0:05:17 > 0:05:19I'll tell you what I can do with that one,
0:05:19 > 0:05:21I can get it properly all connected and I'll...
0:05:21 > 0:05:23I can drop it off for you, or something...
0:05:23 > 0:05:25When I approach someone in the shop it's just like...
0:05:25 > 0:05:27I'm trying to already predict what they want
0:05:27 > 0:05:29and predict what they're going to say.
0:05:29 > 0:05:30What's the difference in price?
0:05:30 > 0:05:33'It's just thinking two steps ahead.'
0:05:33 > 0:05:35Like a game of chess, kind of thing, do you know what I mean?
0:05:35 > 0:05:37And then it's a decision made, you know,
0:05:37 > 0:05:39you'll just feel something in the air click.
0:05:39 > 0:05:41It's a weird feeling, you know?
0:05:41 > 0:05:43You know... You know when you've done it.
0:05:43 > 0:05:45- Thanks very much. - Nice to see yous again...
0:05:45 > 0:05:47Andy is convinced he can win Shop Idol
0:05:47 > 0:05:50and has the support of his sales colleague Danny.
0:05:50 > 0:05:52- INTERVIEWER:- Are you like best mates? - Aye, could say that.
0:05:52 > 0:05:54Who he's known since he was 11.
0:05:54 > 0:05:56I don't really like him at all, to be fair.
0:05:56 > 0:05:58I go to hold his hand in front of people...
0:05:58 > 0:06:00No, no. That's not the wor... You know the worst bit?
0:06:00 > 0:06:01The worst bit is in the car.
0:06:01 > 0:06:03You'll be sitting in the car with him
0:06:03 > 0:06:05and me hand will be on the gear stick and he'll go...
0:06:05 > 0:06:07- DANNY LAUGHS - And I'll go down to... There's no-one around.
0:06:07 > 0:06:10It's not funny when it's just me and you, it's just awkward!
0:06:10 > 0:06:12- He'll put his hand on me leg... - I find it funny.
0:06:12 > 0:06:14..and I'll go, "Will you get off us?"
0:06:14 > 0:06:15BOTH LAUGH
0:06:15 > 0:06:19No Fonehouse sales associate has ever won Shop Idol,
0:06:19 > 0:06:21and this year they are going up against
0:06:21 > 0:06:25one of Britain's retailing Goliaths.
0:06:25 > 0:06:31Tesco Mobile have four million customers, but no stand-alone shops.
0:06:31 > 0:06:37They have a pod or a section in 320 supermarkets.
0:06:37 > 0:06:39They have chosen one of their chosen ones -
0:06:39 > 0:06:44mum of two, Maria Cooper, from the Tesco Extra in Northampton South.
0:06:46 > 0:06:48To be chosen, I mean, that's fantastic.
0:06:48 > 0:06:51I'm almost expecting like a light to come down
0:06:51 > 0:06:53and sort of sit above my head
0:06:53 > 0:06:55every time someone says I'm the chosen one.
0:06:55 > 0:07:00So I'm quite humbled by it, really. But, for me, it's what I do.
0:07:00 > 0:07:04Since transferring from the checkout, Maria has focused
0:07:04 > 0:07:08on customer service and making her phone area a welcoming place.
0:07:08 > 0:07:09So, since we went for lunch,
0:07:09 > 0:07:12I've got my team to put some pancakes out,
0:07:12 > 0:07:15which has gone down really well with our customers.
0:07:15 > 0:07:17Obviously, they like the chocolate variety.
0:07:17 > 0:07:20Just a little touch that we do in the phone shop.
0:07:20 > 0:07:22Our customers are like our guests.
0:07:22 > 0:07:23The way I put it across to my team
0:07:23 > 0:07:27is think of this as their party and...
0:07:27 > 0:07:30- Thank you very much.- Bye now.
0:07:30 > 0:07:34..and every customer that comes in is their guest.
0:07:34 > 0:07:36Hello, how are you?
0:07:36 > 0:07:38'There's no point talking jargon.'
0:07:38 > 0:07:40A very, very basic phone.
0:07:40 > 0:07:42You know, it does what it says on the tin.
0:07:42 > 0:07:43'It's not rocket science.'
0:07:43 > 0:07:46- Have you got the flip or have you got the flat one?- The flip.
0:07:46 > 0:07:49'Right, just keeping it simple so they've got that full understanding there.'
0:07:49 > 0:07:54At 47, Maria is the oldest chosen one in the competition.
0:07:54 > 0:07:57It would be fantastic to win, it would be fantastic
0:07:57 > 0:08:01to show that actually you don't need to be that young kid out there.
0:08:01 > 0:08:04- Thank you very much for that. - See you again, you're welcome. Bye.
0:08:04 > 0:08:06'Age is irrelevant. Who you are is irrelevant.
0:08:06 > 0:08:08'It's about being that...'
0:08:08 > 0:08:10It's about being a Shop Idol.
0:08:10 > 0:08:15Across the country, there are 32 chosen ones,
0:08:15 > 0:08:18but less than half will make it through their first test.
0:08:20 > 0:08:24Mike Dalloz became a Shop Idol judge ten years ago.
0:08:24 > 0:08:29He's a mystery shopping mogul who runs a secret shopping empire.
0:08:29 > 0:08:30We have thousands,
0:08:30 > 0:08:33literally thousands of mystery shoppers that do activity for us.
0:08:33 > 0:08:35He's about to send his team of secret shoppers in
0:08:35 > 0:08:37to examine the chosen ones.
0:08:37 > 0:08:40The camera is built into the tie.
0:08:40 > 0:08:44You can see the lens just through there. It's just there.
0:08:44 > 0:08:47Any customer who enters the shop over the next three months
0:08:47 > 0:08:50could be any chosen one's secret shopper.
0:08:50 > 0:08:53Just remember, that mystery shopper could be in any day now.
0:08:53 > 0:08:57- Everyone's a mystery shopper. - Everyone is a mystery shopper, yeah.
0:08:57 > 0:09:00What I'm looking for in Shop Idol is the complete package.
0:09:00 > 0:09:03I'm looking for somebody who is an absolute sales star.
0:09:03 > 0:09:07They really understand the customer, they have incredible knowledge
0:09:07 > 0:09:10and they have no fear of closing sales and where appropriate,
0:09:10 > 0:09:12overcoming objections.
0:09:12 > 0:09:13But in addition to that,
0:09:13 > 0:09:18I want somebody who has a real affinity for giving great service.
0:09:18 > 0:09:19I know that person's out there.
0:09:19 > 0:09:22The secret shoppers have been unleashed.
0:09:22 > 0:09:25And so have the management.
0:09:25 > 0:09:29The companies are sending their top guns to mentor their chosen ones.
0:09:29 > 0:09:31- How are you?- Aye, sound. Aye, sound.
0:09:31 > 0:09:33- Good.- All happening, like, innit?
0:09:33 > 0:09:37Susie from Fonehouse management helped choose Andy as a chosen one.
0:09:37 > 0:09:40I know that you've got the talk and I know you've got that spark.
0:09:40 > 0:09:42- Mm, aye.- You have all that. So that's the stuff you can't learn.
0:09:42 > 0:09:45But the learning stuff, from my experience -
0:09:45 > 0:09:48well, not my own experience, but from other people going through it -
0:09:48 > 0:09:49- it's very, very much the tech.- Aye.
0:09:49 > 0:09:52- So just swot up on that, I would suggest.- Oh, aye, aye-aye.
0:09:52 > 0:09:53I do it anyway, to be honest.
0:09:53 > 0:09:56I'm always reading about tech, you know, like a proper...
0:09:56 > 0:09:58- a proper GEEK!- Geek! Perfect.
0:09:58 > 0:10:00Aye. You know, to a degree, to a degree.
0:10:00 > 0:10:03- An exciting geek. - Aye. Well, aye, an exciting...
0:10:03 > 0:10:05An exciting handsome geek, you know. Aye.
0:10:07 > 0:10:09I think he's absolutely great.
0:10:09 > 0:10:12If I was a judge, that would be absolutely what I'd look for.
0:10:12 > 0:10:15Someone that grabs you immediately.
0:10:15 > 0:10:18And then he's charming and has some self-awareness.
0:10:18 > 0:10:22Obviously, a real will to succeed - that's the whole package for me.
0:10:22 > 0:10:26Andy's secret shopper is approaching his shop.
0:10:26 > 0:10:30The secret footage will be evaluated by judge Mike
0:10:30 > 0:10:34and at the offices of iSellMobile Magazine,
0:10:34 > 0:10:38the company which runs the Shop Idol competition.
0:10:38 > 0:10:41Head judge Christian was talent spotted by iSellMobile
0:10:41 > 0:10:46after coming third in this very competition himself.
0:10:46 > 0:10:48Now we really get to see them perform for the first time
0:10:48 > 0:10:49on the shop floor.
0:10:49 > 0:10:51We will find there's a lot of details -
0:10:51 > 0:10:54the thing that you missed out, the tariff that you didn't talk about,
0:10:54 > 0:10:56the service that you didn't sell or recommend.
0:10:56 > 0:10:58So it's really tough and they could be having a bad day,
0:10:58 > 0:11:01or a good day, but they're going to be judged on that shop.
0:11:01 > 0:11:05Consumer champion, Sunetra, is the editor of Mobile Choice
0:11:05 > 0:11:08and queen of technical specifications.
0:11:08 > 0:11:11Why should I be forgiving about somebody who doesn't know
0:11:11 > 0:11:12the products that they are selling?
0:11:12 > 0:11:15I'm a judge, I'm not their mum.
0:11:15 > 0:11:17If you put yourself up for a competition,
0:11:17 > 0:11:20make sure you know everything, otherwise don't do it.
0:11:20 > 0:11:22I've got to go, there's a customer here.
0:11:22 > 0:11:26Now Andy is off the phone, the secret shopper will engage.
0:11:26 > 0:11:27What smartphones have you got?
0:11:27 > 0:11:30What are you thinking of doing, like? Are you thinking of...
0:11:30 > 0:11:33Um, my granddaughter sends me pictures
0:11:33 > 0:11:35of my great-granddaughter...
0:11:35 > 0:11:38Your granddaughter sends pictures of your great-granddaughter?
0:11:38 > 0:11:41- Yes, I'm a great-grandma. - Aye? (You don't look old.)
0:11:41 > 0:11:43- SECRET SHOPPER LAUGHS - Thank you.
0:11:43 > 0:11:46Andrew's using a little bit of humour.
0:11:46 > 0:11:49"You're a great-grandmother?! How can that possibly be the case?"
0:11:49 > 0:11:51We're always having a bit of a game with the customer,
0:11:51 > 0:11:54but obviously, the customer, everyone loves to be complimented,
0:11:54 > 0:11:55and Andrew does it really well.
0:11:55 > 0:11:57So, this is the Galaxy Ace 4,
0:11:57 > 0:11:59it's been out about four weeks, so it's something recent for you.
0:11:59 > 0:12:04Andy's secret shopper scores his star quality at the maximum 100%.
0:12:04 > 0:12:08He will also be marked on technical knowledge.
0:12:08 > 0:12:10- Yeah.- HTC have got their... It's called HTC Sense.
0:12:10 > 0:12:12This is called TouchWiz.
0:12:12 > 0:12:16Sony use one called... I'll find out, but, you know...
0:12:16 > 0:12:17- SUNETRA:- I like him.
0:12:17 > 0:12:18- CHRISTIAN:- I like that he went through it
0:12:18 > 0:12:21but he didn't know the last one, but joked about finding out...
0:12:21 > 0:12:25- I like him.- ..rather than making it up and thinking, "It's called this," and bamboozling...
0:12:25 > 0:12:27He could say anything and the customer would believe him.
0:12:27 > 0:12:30He just needs to do something about his product knowledge,
0:12:30 > 0:12:32because, you know, humour will not cut it
0:12:32 > 0:12:35- at the regionals or the finals. - Yeah, when it comes to judging.
0:12:35 > 0:12:38If you fancy yourself as a finalist in a national competition,
0:12:38 > 0:12:40you need to know about the stuff you are selling.
0:12:40 > 0:12:42Be an all-rounder, yeah. Yeah.
0:12:42 > 0:12:44- SECRET SHOPPER:- Thanks, bye-bye.
0:12:44 > 0:12:46So, he's a bit of a cheeky chappie,
0:12:46 > 0:12:48but actually does it with a professional veneer.
0:12:48 > 0:12:51One of the key questions we asked - do you trust their advice
0:12:51 > 0:12:52and would you buy the product
0:12:52 > 0:12:54because of how they've recommended it?
0:12:54 > 0:12:56And I think Andrew ticks a lot of those boxes.
0:12:56 > 0:12:58- INTERVIEWER:- He's a contender? - I think so.
0:13:00 > 0:13:04The contenders have a lot to live up to.
0:13:04 > 0:13:07- ANNOUNCER:- John Sherwood... - CHEERING AND WHISTLING
0:13:07 > 0:13:09I'll show you the trophy, it's fantastic.
0:13:09 > 0:13:10A really good weight to it as well.
0:13:10 > 0:13:13It took a while to get all the fingerprints off.
0:13:13 > 0:13:16There's the bad boy. Nice and heavy. Stands for the phone signal.
0:13:16 > 0:13:19A lot of people didn't know that.
0:13:19 > 0:13:22I remember lifting it like this, wasn't it? I said, "Come on!"
0:13:22 > 0:13:24- HE LAUGHS - That was the real best feeling ever.
0:13:24 > 0:13:28- Don't tell the wife that cos the wedding day was quite similar. - HE LAUGHS
0:13:28 > 0:13:32When John Sherwood won Shop Idol, he worked in Great Yarmouth
0:13:32 > 0:13:35in a small independent mobile phone company.
0:13:35 > 0:13:39I think John's a great example of somebody who is a hard grafter.
0:13:39 > 0:13:41He's got great product knowledge, he's a nice person
0:13:41 > 0:13:43and he wanted to take his career to the next level.
0:13:43 > 0:13:45That's what we are looking for.
0:13:45 > 0:13:49Within months of being crowned, John's life was transformed.
0:13:49 > 0:13:52He was headhunted by the electronic giant Sony
0:13:52 > 0:13:55and offered a job as an area development manager.
0:13:55 > 0:13:57I got a company car, so I sold my old car,
0:13:57 > 0:14:00so I used that bit of money for our holiday, which was fantastic.
0:14:00 > 0:14:03I've got a company fuel card, I get all the gadgets, which is amazing.
0:14:03 > 0:14:06Suddenly the postman's gone, I go to the post office,
0:14:06 > 0:14:07pick up a new smartwatch.
0:14:07 > 0:14:09I pick up a new tablet and things like that.
0:14:09 > 0:14:11Well, obviously, it's for demo purposes as well,
0:14:11 > 0:14:13but it's just fantastic having this as well.
0:14:13 > 0:14:16100% it's changed my life. Shop Idol's been brilliant for me, yeah.
0:14:16 > 0:14:18Now I'm doing the job that I love
0:14:18 > 0:14:21and sometimes I may stop here to do a bit of admin,
0:14:21 > 0:14:22so this is my office.
0:14:22 > 0:14:24There's lots of space here, which is cool. So...
0:14:24 > 0:14:26Oh, look! I left my trophy in here as well!
0:14:26 > 0:14:28What's the chance of that being in there?!
0:14:28 > 0:14:30If you win this award, you've got to follow your dreams, yeah?
0:14:30 > 0:14:34You've got to push on. Cos if you don't, you've just wasted such a good opportunity.
0:14:34 > 0:14:39What is remarkable about John is that he wasn't even a chosen one.
0:14:39 > 0:14:42He was a different sort of contestant.
0:14:42 > 0:14:47He was a self-nominator, and now, there are lots of sales associates
0:14:47 > 0:14:50who want to follow the John Sherwood path.
0:14:50 > 0:14:53What you can do is, if you haven't been chosen by your company
0:14:53 > 0:14:56and you think, "Actually, I'm a good salesperson, I can do this,
0:14:56 > 0:14:59"I can do this competition and I want to stand out,"
0:14:59 > 0:15:02you can then enter yourself into the competition.
0:15:02 > 0:15:04I find, personally,
0:15:04 > 0:15:07that challengers who put themselves forward have a little bit more
0:15:07 > 0:15:10drive and determination and passion to do well in the competition
0:15:10 > 0:15:13because they're really putting themselves out there.
0:15:13 > 0:15:17Hundreds have applied but only the most popular will get to join
0:15:17 > 0:15:19the chosen ones in the competition.
0:15:19 > 0:15:21They have to persuade people to vote for them.
0:15:21 > 0:15:24You will see my picture. There will be a Samsung background there.
0:15:24 > 0:15:27And there will be a guy with a beard, OK?
0:15:27 > 0:15:30And a baseball cap like this, smile like this, like I'm winning,
0:15:30 > 0:15:32you know, obviously!
0:15:34 > 0:15:39The whole thing is for me to move forward within my career,
0:15:39 > 0:15:42like catapulting my career.
0:15:42 > 0:15:44And that's the right word,
0:15:44 > 0:15:47because catapulting means you're from somewhere, there.
0:15:47 > 0:15:51You don't go within, you're from there to there.
0:15:51 > 0:15:54Hungarian Roland Ratval moved to Britain seven years ago
0:15:54 > 0:15:57in search of a better life.
0:15:57 > 0:16:01He started out by cleaning toilets at Butlins before becoming a Three
0:16:01 > 0:16:04sales associate in Norwich, where he lives with his wife
0:16:04 > 0:16:07and their baby son.
0:16:07 > 0:16:09Phone Shop Idol!
0:16:09 > 0:16:11ALL: Phone Shop Idol!
0:16:11 > 0:16:13INDISTINCT
0:16:13 > 0:16:14CHEERING
0:16:14 > 0:16:16HE SPEAKS HUNGARIAN
0:16:16 > 0:16:18'I'm always buzzing and people can feel it.
0:16:18 > 0:16:21'Even on the shop floor they can feel the vibration.'
0:16:21 > 0:16:23The customer leaves with a smile, you know?
0:16:23 > 0:16:26And they say to manager, "That was an amazing service.
0:16:26 > 0:16:28"Thank you so much. Thank you."
0:16:28 > 0:16:32This is Roland Rat. Actually, my name is the same - Roland Ratval.
0:16:32 > 0:16:37So Rat and V-A-L. Roland Rat! Cool! I'm loving it!
0:16:37 > 0:16:40Roland Rat Superstar.
0:16:40 > 0:16:43There you go - it's happening.
0:16:43 > 0:16:46Rat rapping. Oh, rat rapping - that could be good.
0:16:46 > 0:16:48TINNY RAP MUSIC
0:16:48 > 0:16:51For Roland, success in the Shop Idol competition would mean
0:16:51 > 0:16:54recognition in his adopted home.
0:16:54 > 0:16:56I'm very passionate about this whole thing
0:16:56 > 0:17:01and I'm very curious where is the limit, how far can I go?
0:17:01 > 0:17:03'I'm very driven. Feel the passion, you know?'
0:17:03 > 0:17:04Yeah!
0:17:04 > 0:17:09I'm feeling like... I can reach everything I want at the moment.
0:17:09 > 0:17:10I'm feeling really high.
0:17:13 > 0:17:14Roland's not the only one
0:17:14 > 0:17:18who's hoping Shop Idol can transform his career.
0:17:18 > 0:17:20Friday is here but it's actually a Saturday.
0:17:20 > 0:17:22Every day is a Saturday - we know this.
0:17:22 > 0:17:24I want legendary performances.
0:17:24 > 0:17:27Your numbers will answer that for me at the end of the day.
0:17:27 > 0:17:29Rookie sales reps Kiet
0:17:29 > 0:17:32and Ayyub are also entered in the self-nominee category.
0:17:32 > 0:17:35Give me some star jumps! I want to feel your energy! Come on, guys!
0:17:35 > 0:17:37Their boss Jason runs the most successful Three store
0:17:37 > 0:17:39in the whole of England.
0:17:39 > 0:17:41Let's get you outside on the shop floor.
0:17:41 > 0:17:43Go, go, go, go! Yeah!
0:17:43 > 0:17:46He trains his staff to follow his own approach to selling.
0:17:46 > 0:17:48Go, Kiet, go! Yeah!
0:17:48 > 0:17:50Yeah, I'm crazy.
0:17:50 > 0:17:51Passionate about being the best
0:17:51 > 0:17:55and just not being the same as every other fucking robot out there.
0:17:56 > 0:18:00'Have some fun, be crazy, get customers to remember you,
0:18:00 > 0:18:02'and remember you for the right reasons.
0:18:02 > 0:18:03'It's all about the theatre.'
0:18:03 > 0:18:05All I need to do is take my top off!
0:18:05 > 0:18:06'Bring that handset to life.
0:18:06 > 0:18:09'To get the best experience from the handset, it's a two-year contract.'
0:18:09 > 0:18:14It's not as long as my marriage lasted, but...it's a long time.
0:18:14 > 0:18:19Jason recruited Kiet and Ayyub via a charity for unemployed youngsters
0:18:19 > 0:18:22and he's turned them into the top salesmen in the store.
0:18:22 > 0:18:25Going for the Note 4 is like going for a Ferrari.
0:18:25 > 0:18:27I call him my second dad.
0:18:27 > 0:18:30My first dad wouldn't love to hear that, but...
0:18:30 > 0:18:32Yeah, he is, literally, he's...
0:18:32 > 0:18:36It's got an optical processor. That means it's got eight brains inside.
0:18:36 > 0:18:37'He's been a big help.
0:18:37 > 0:18:41'Before I started working at Three, I never had much confidence.
0:18:41 > 0:18:43'Now I'm that kind of person where'
0:18:43 > 0:18:46people like me for who I am.
0:18:46 > 0:18:47'People deserve a chance,
0:18:47 > 0:18:51'and I think with my guys going forward for Shop Idol,
0:18:51 > 0:18:52'it will help them
0:18:52 > 0:18:55'not just to achieve great things in their work life, but it will help'
0:18:55 > 0:18:59them achieve great things in their personal life, as well.
0:19:00 > 0:19:04As a chosen one, Maria, from Tesco Mobile,
0:19:04 > 0:19:06is already through to the first test.
0:19:06 > 0:19:10She is determined to be ready to meet the secret shopper.
0:19:10 > 0:19:13- Good morning!- Hi, there!
0:19:13 > 0:19:16What kind of makes you more...unique?
0:19:17 > 0:19:20I don't know, I'm just me, really.
0:19:20 > 0:19:23'Most of the people who work in our phone shops'
0:19:23 > 0:19:24have come from another part of Tesco,
0:19:24 > 0:19:27so they're used to working on the tills, working in bakery.
0:19:27 > 0:19:29So they come at phone selling like they come at anything,
0:19:29 > 0:19:32which is, "How do I help the customer?"
0:19:32 > 0:19:35I've got a job in a nursery but I needed an extra income
0:19:35 > 0:19:39and I got a job direct selling through a very well-known, um...
0:19:43 > 0:19:48..lingerie/marital aid company...
0:19:49 > 0:19:53If you can sell there, you can sell absolutely anything.
0:19:53 > 0:19:56It's about understanding your customer,
0:19:56 > 0:20:01exploring their needs and finding them the right product.
0:20:02 > 0:20:04The secret shopper is on the move.
0:20:05 > 0:20:09Let's have a look at Maria Cooper from Tesco.
0:20:09 > 0:20:11- Hello, there!- Hiya.- How are you? - Very well, thanks.- Good.
0:20:11 > 0:20:15- How can I help?- I'm after a phone for my daughter.- OK. So, um...
0:20:15 > 0:20:17- How old is your daughter? - 15.- Oh, OK.
0:20:19 > 0:20:22What sort of budget do you have in mind?
0:20:22 > 0:20:25'It's good that she asked me about the budget, does she have a phone?'
0:20:25 > 0:20:28OK, we do a capped contract for your daughter,
0:20:28 > 0:20:30which gives you the peace of mind...
0:20:30 > 0:20:33He hasn't shown him any phones yet!
0:20:33 > 0:20:35She has, like, three leaflets about iPhones.
0:20:35 > 0:20:39She just needs to say, "These are the five phones within your budget.
0:20:39 > 0:20:43"This is what each of them do. Which one would you like?" Quite simple.
0:20:43 > 0:20:45Mm.
0:20:45 > 0:20:47£20 on credit, and then we would triple that,
0:20:47 > 0:20:51- so she'd have an extra £40, so she'd have £60 to use.- OK.
0:20:51 > 0:20:53But that's not actually going to go very far.
0:20:53 > 0:20:55What?!
0:20:55 > 0:20:57SHE LAUGHS
0:20:57 > 0:21:00£60 won't go far?!
0:21:00 > 0:21:02- That's a lot of money!- £60!
0:21:02 > 0:21:04I've got a magazine brochure here.
0:21:04 > 0:21:06'She's more comfortable now.'
0:21:06 > 0:21:08She's sitting down, she seems a little bit more together.
0:21:08 > 0:21:11She doesn't look like a salesperson. She's acting like a shrink.
0:21:11 > 0:21:16"How can I help you? Sit down. Would you like a leaflet?"
0:21:16 > 0:21:19Although Sunetra dislikes Maria's performance,
0:21:19 > 0:21:21the secret shopper may save her.
0:21:21 > 0:21:24- Have I answered everything for you? - Yeah, very helpful, thank you.
0:21:24 > 0:21:27He was won over by her star quality
0:21:27 > 0:21:30and wouldn't hesitate to recommend her.
0:21:30 > 0:21:32If I could just get you to vote -
0:21:32 > 0:21:34it takes two minutes - story of my life!
0:21:34 > 0:21:36- In the... - No, it's on the tablet.
0:21:36 > 0:21:37Can you vote for me?
0:21:37 > 0:21:40Time is running out for the self-nominees.
0:21:40 > 0:21:44They are doing everything they can to get votes.
0:21:44 > 0:21:46- CHEERLEADERS:- ..Phone Shop Idol He intends to stay
0:21:46 > 0:21:48He'll make it to the top
0:21:48 > 0:21:50And blow the rest away!
0:21:50 > 0:21:52WHOOPING
0:21:52 > 0:21:55That's the guy, with the big smile!
0:21:55 > 0:21:57High-five! Great!
0:21:57 > 0:22:00Getting a new voter!
0:22:00 > 0:22:02Whoever walks into the shop, basically, we'll get them voting,
0:22:02 > 0:22:05and then, that... I'm getting ruthless with it. Ruthless!
0:22:05 > 0:22:06He's on it today.
0:22:06 > 0:22:08No prisoners.
0:22:08 > 0:22:10- I'll make it free, so you pay nothing.- OK.
0:22:10 > 0:22:11Yeah? But I just need one vote.
0:22:11 > 0:22:15The Lewisham team have just taken the lead from Roland.
0:22:15 > 0:22:17LOUD YAWN
0:22:18 > 0:22:21I can't, I can't, I can't, I can't handle the stress.
0:22:21 > 0:22:24- I can't handle it. - HE LAUGHS
0:22:24 > 0:22:30At the moment, I've got 351 votes, which is not bad.
0:22:30 > 0:22:34The other guy, from Three... Oh, my God!
0:22:35 > 0:22:39It's too much now for me, you know, to follow!
0:22:39 > 0:22:43So, you know, let's just shut this off, yeah, I think.
0:22:43 > 0:22:48EE's chosen one, Jonny, has still not been secretly shopped.
0:22:48 > 0:22:51And this is not his secret shopper.
0:22:51 > 0:22:55This is Deirdre, EE's director of retail.
0:22:55 > 0:23:01Out of her 3,000 sales associates, she chose Jonny to be her chosen one.
0:23:01 > 0:23:03Superstar status. How's the pressure?
0:23:03 > 0:23:05- It's all right. I'm coping quite well.- Yeah?
0:23:05 > 0:23:06Not letting it go to my head.
0:23:06 > 0:23:09I think Jonny is... Look, he's just such a superstar.
0:23:09 > 0:23:11Are you keeping the old nerves? You're all right?
0:23:11 > 0:23:14- Not getting too nervous about this? - Not really, no.
0:23:14 > 0:23:16Boy, can he sell! And, boy, can he attach things
0:23:16 > 0:23:17and sell multiple sales and all that,
0:23:17 > 0:23:19but it's always what is right for the customer.
0:23:19 > 0:23:22- We're going to win, aren't we? - Yeah.- What do you think?
0:23:22 > 0:23:23- THEY LAUGH - Yeah?- Definitely!- All right!
0:23:23 > 0:23:25I feel all pumped up, ready to go.
0:23:25 > 0:23:29I got a fist bump off her, so that's a power bump.
0:23:29 > 0:23:31- Jonny...- All right, then. - ..thank you so much.
0:23:31 > 0:23:32'They're pinning a lot of hopes on me,'
0:23:32 > 0:23:35so, hopefully, I can do everyone proud.
0:23:37 > 0:23:40This is Jonny's secret shopper entering the shop.
0:23:41 > 0:23:44- Who's this - Jonny?- Jonny, EE.
0:23:45 > 0:23:47- WOMAN:- Where am I best looking for something
0:23:47 > 0:23:50with quite a decent screen? You know, for a lot of internet?
0:23:50 > 0:23:54- Which?- How do you mean? As in the size of screen?- Yeah.- Yeah?
0:23:54 > 0:23:57- 'No!- There wasn't really a meet and greet, was there?'
0:23:57 > 0:24:01If you work in retail, you should at least be able to crack a smile.
0:24:01 > 0:24:02So that's the 5S.
0:24:02 > 0:24:04'But he's got a very monotonic voice.'
0:24:04 > 0:24:07And he's not really expressive in terms of his body language.
0:24:07 > 0:24:11You get 4GB of data and unlimited minutes of texts, then, as well.
0:24:11 > 0:24:12'I'm not sure about him.'
0:24:12 > 0:24:14There's no joy.
0:24:14 > 0:24:16No happiness.
0:24:16 > 0:24:17'It's just...'
0:24:19 > 0:24:21..so tedious even to watch.
0:24:21 > 0:24:23- SECRET SHOPPER:- Right, thanks.
0:24:23 > 0:24:26The secret shopper wasn't so harsh,
0:24:26 > 0:24:29but did say Jonny failed to deliver a fond farewell.
0:24:32 > 0:24:36The decision as to which of the chosen ones have been chosen
0:24:36 > 0:24:41to go through to the next round is about to be posted online.
0:24:41 > 0:24:45Just checking my score, see how well I've done, or how well I haven't.
0:24:45 > 0:24:48I think you'll have done well.
0:24:48 > 0:24:51Aw, no, I'm really nervous now. Actually, I don't know if...
0:24:51 > 0:24:52Shall we just not bother?
0:24:52 > 0:24:55- Shall we just leave it and wait and see?- We should do it.
0:24:55 > 0:24:58Andy scores 96%.
0:24:58 > 0:25:01He's straight through to round two - the regionals!
0:25:01 > 0:25:05What a belter! An absolute belter! Yeah, I can't believe that, like!
0:25:06 > 0:25:08You just missed out.
0:25:08 > 0:25:09Damn!
0:25:09 > 0:25:13Jonny scores 87%. He's not gone through.
0:25:13 > 0:25:15I'm a bit gutted about that.
0:25:17 > 0:25:19And Maria?
0:25:19 > 0:25:21Mmm, mmm, mmm, mmm!
0:25:21 > 0:25:25Maria scored 85%. She has also not gone through.
0:25:26 > 0:25:28No.
0:25:30 > 0:25:33Oh, here we go. "I felt that every piece of advice Andy offered
0:25:33 > 0:25:36"was given with an altruistic desire to help and inform,"
0:25:36 > 0:25:39which is exactly what I go for. When I wake up in the morning,
0:25:39 > 0:25:41I always think "altruistic", you know(!)
0:25:41 > 0:25:43- That's the first thing I think! - LAUGHTER
0:25:43 > 0:25:45"Had I been a genuine customer,
0:25:45 > 0:25:48"I wouldn't have hesitated to go back or recommend her."
0:25:48 > 0:25:52So, do you know what? 83%? Uh-uh - 100%.
0:25:53 > 0:25:55Happy days!
0:25:55 > 0:25:57Happy...days!
0:25:57 > 0:25:59Touch me, baby!
0:26:01 > 0:26:03- LAUGHTER - I can't believe we just did that!
0:26:04 > 0:26:08As many of the chosen ones exit the competition...
0:26:09 > 0:26:12..it's time for the most popular of the self nominators
0:26:12 > 0:26:14to enter the competition.
0:26:16 > 0:26:21Christian is about to ring the self nominees to let them know
0:26:21 > 0:26:25who has got through and will face the mystery shopper.
0:26:29 > 0:26:32RINGING
0:26:32 > 0:26:34TELEPHONE RINGS
0:26:39 > 0:26:42Hello, it's Roland! Roland on the line, hello? Speak.
0:26:42 > 0:26:44Hi, Roland, it's Christian calling from Shop Idol.
0:26:44 > 0:26:47- 'I'm just ringing to let you know...'- Yeah?
0:26:47 > 0:26:49'..that you've made it to the next round.'
0:26:49 > 0:26:51LOUD CHEER
0:26:53 > 0:26:56Yeah, high-five, yeah! Amazing, guys! I love you so much!
0:26:56 > 0:26:58Well done, man! Well done!
0:26:58 > 0:27:01Man! Aw!
0:27:01 > 0:27:04Sorry, yeah, yeah, just having an emotional moment. Sorry. Yes!
0:27:06 > 0:27:09MUSICAL RINGTONE PLAYS
0:27:16 > 0:27:17Hello, Jason speaking.
0:27:21 > 0:27:26It gives me great pleasure and loads of pride to say that, er,
0:27:26 > 0:27:29- you are going through to the next round.- Thank you very much.- Yeah?
0:27:29 > 0:27:32- So, a little party time tonight after work?- Whoo, whoo, yes!
0:27:42 > 0:27:45There's no easy way of saying this. Um...
0:27:46 > 0:27:49But unfortunately...
0:27:49 > 0:27:51you've made it through to the next round.
0:27:51 > 0:27:53HE LAUGHS
0:27:53 > 0:27:54Well done.
0:27:55 > 0:27:57PARTY POPPERS SNAP
0:27:59 > 0:28:00I'm going to get you back, man!
0:28:00 > 0:28:04- When did you start working with Three?- The 16th of June, 2014.
0:28:04 > 0:28:07So, not even a year and you're in Shop Idol?
0:28:07 > 0:28:09That is something to be proud of.
0:28:09 > 0:28:12You go home tonight and you tell your friends, tell your family,
0:28:12 > 0:28:14then you walk around with a spring in your step,
0:28:14 > 0:28:17a smile on your face, and be proud of what we've achieved.
0:28:19 > 0:28:22We just need to get to the final now and then win the final.
0:28:23 > 0:28:27It gives me great pride and loads of pleasure
0:28:27 > 0:28:31to announce that we've got two sales associates in Shop Idol
0:28:31 > 0:28:33that have made it through to the next round.
0:28:33 > 0:28:34POP!
0:28:34 > 0:28:37CHEERING
0:28:37 > 0:28:38Get in there!
0:28:38 > 0:28:40Go on!
0:28:40 > 0:28:41LAUGHTER
0:28:42 > 0:28:44Boom! Two questions!
0:28:44 > 0:28:47- Next time...- I'm not happy! I'm not happy at all!
0:28:47 > 0:28:49..all hell breaks loose...
0:28:49 > 0:28:51Whose fault is that? Your fault! Sort it out, fuck off
0:28:51 > 0:28:54and get some lunch, or breakfast, and sort yourself out!
0:28:54 > 0:28:57..as the underdogs join the race to make the regionals.
0:28:57 > 0:28:59We think it's been mystery shopped.
0:28:59 > 0:29:02- But who will stand?- Not a very good score at all, if any points.
0:29:02 > 0:29:05- And who will fall?- I'm nervous.
0:29:05 > 0:29:07It's there, it's there.
0:29:09 > 0:29:12# Do what I want cos I can and if I don't
0:29:12 > 0:29:14# Because I wanna
0:29:16 > 0:29:19# Be ignored by the stiff and the bored
0:29:19 > 0:29:21# Because I'm gonna
0:29:24 > 0:29:27- # Hate to say I told you so - All right!
0:29:30 > 0:29:31# Come on! #